Ford to Use “Build-to-Order” Sales Model for the 2012 Focus Electric

The word on the street today is that Ford will be rolling out the new Focus Electric in a “build-to-order” process that is similar to the production scheme used by PC manufacturer Dell. Mike Tinskey, Ford’s director of vehicle electrification recently spoke to BusinessGreen, and revealed that Ford has already received a significant number of orders for the electric-powered Focus and alluded to the new process of customization. The 2012 Ford Focus Electric EV is set to launch next month with a starting price of $39,200 before the eligible tax credits.

Ford dealers across the U.S. will have one demonstation vehicle on hand, but customers will have to order the Focus Electric and wait about four to six weeks for it to arrive. “We’ve taken a different approach to other EV manufacturers in that we are producing the Focus EV on the same production line as the gas, hybrid and plug-in hybrid versions,” Tinskey stated. “There are simply too many variables impacting the market that we have no control over, so this gives us real flexibility. If the price of crude rises and demand for EVs climbs we can produce more EVs and fewer gas vehicles.”

The first U.S. markets to receive the Focus Electric will be in New York, New Jersey and California. Ford plans on a nationwide rollout by the summer and it will launch in Europe later this year.

The Focus Electric is rated as the most fuel-efficient five passenger car with a 110 miles per gallon equivalent (MPGe) city rating and 99 MPGe on the highway. According to the EPA, the Focus Electric has a range of 76 miles on a single charge, but it could drive up to 100 miles based on driving habits.

Although the Focus Electric starts at $39,200, the EV is eligible for a $7,500 federal tax credit and buyers in California can also get a $2,500 rebate.